Validation (aka Back-checking) is the subsequent re-contacting of respondents in a survey to check that the proper procedures have been followed, eg the respondent was qualified to be included in the survey, the responses recorded were accurate or even that the interview actually took place. Validation can be performed by the data collection company and/or […]
Unstructured Questions (aka open-ended questions) are those that do not have any suggested alternatives and respondents answer in their own words.
Unaided Awareness: see spontaneous awareness.
Transcribing: see data entry.
Traffic Count is the measurement of a flow of people or vehicles past a particular point and it can be used in observation studies.
Trade-Off Analysis: see conjoint analysis.
Tracking Study is a study that provides periodic updating of company and competitor performances on criteria other than sales.
Top-of-mind Awareness: see front-of-mind awareness.
Topic Guide: see the discussion guide.
Termination Rate is the number of eligible respondents who do not complete an interview once started.